Does radio advertising still work? Frequency, dayparts and local reach

Radio is often treated as a complementary channel in media plans, yet used well it delivers the highest frequency at the lowest unit cost. In-car listening offers regular access to the working population during the morning and evening commutes.

Daypart selection matters more in radio than in television. The 07:00–10:00 and 17:00–20:00 slots carry the highest listenership, while daytime dayparts provide long exposure through radios left on at the workplace.

In local campaigns radio targets geographically by nature: regional stations are heard only in their region. On national stations, regional windows are possible on some networks, and the option should be raised at the proposal stage.

The spot itself is part of the plan. On radio the message must land in the first three seconds, the brand name should be heard at least twice and the call to action should be clear. Our production team prepares spots in the lengths each station requires, and the planning team reports the frequency actually delivered after the flight.